Unlocking added value with media publishers

While snagging a discount is always a win in the world of media buying, it’s merely the starting point for savvy media planners and buyers. Achieving optimal ad placements at competitive rates is crucial for demonstrating value to clients and organizations.

Beyond just seeking lower prices, publishers, brands and agencies can explore the value that lies elsewhere in their partnership. This piece unveils seven strategies to extract maximum value from your media spending. These tactics transform traditional cost-centric campaigns into multifaceted, value-rich engagements. When faced with the challenge of ‘doing more with less,’ refer to these strategies to ensure you’re maximizing every aspect of your media campaigns, illustrating that true value lies not in spending less but in gaining more!

1. Harness Audience Insights

Publishers have access to a wealth of data on user behaviour that can be incredibly valuable for brands. Consider requesting additional insights for your major media investments. Could you obtain a monthly report on the top articles read by your target audience, shifts in user preferences, or an analysis of the most effective keywords on their platforms? Leverage your partnerships to gain deeper insights into the audience data collected by media platforms.

2. Quantify Impact with Surveys

While directly linking media spend to sales is the ultimate aim, there’s a plethora of qualitative data that’s often overlooked. If a direct correlation is elusive, this qualitative data can be a goldmine. Utilize the platform’s connection with its audience by conducting pre- and post-campaign surveys. With sufficient investment, these surveys can be included as added value in your media packages, offering critical data to fine-tune future campaigns for even better results.

3. Leverage Advanced Metrics

As platforms become increasingly valuable data partners, don’t settle for basic metrics. Inquire about advanced analytics or comprehensive campaign reports that could provide deeper insights into what’s working and why. This allows for real-time adjustments to your campaign based on these insights.

4. Invest in Exclusive, Branded Content

With publishers increasingly offering in-house content creation services, take advantage of these capabilities through your media investments. Use the audience insights you’ve gathered to create exclusive articles, videos, and more, all tailored to enhance your brand’s presence and resonance with your target audience.

5. Enhance Brand Visibility with Event Sponsorships

Look for alternative engagement opportunities your media partners might offer. Elevate your brand through event sponsorships, securing speaking opportunities or product showcases at industry events organized by your media partners. This not only increases visibility but also cements your brand’s position as an industry leader.

6. Pioneer with Innovative Advertising Solutions

Break away from conventional advertising formats by collaborating with publishers on unique and engaging ad solutions. Publishers often seek ‘pilot’ clients for new advertising initiatives. Participate as a pilot client at reduced rates or even complimentary to explore these new advertising solutions together.

7. Engage in Collaborative Research

Partner with your media outlets on research endeavors to uncover new market trends, healthcare professional or patient needs, or to gauge the effectiveness of different content types. Such collaboration can yield significant insights and foster shared thought leadership opportunities.

“Points of negotiation are not always about cash savings, but how you incentivise results. There’s a potential to unlock new types of commercial models based upon agreed upon KPIs and we shouldn’t be afraid to push the envelope so that both sides are owning responsibility for the outcome.”

Medscape Global

In the ever-evolving landscape of pharmaceutical marketing, the benefits derived from media campaigns go well beyond mere cost savings. By employing these seven tactics, your investment can achieve broader reach, deeper engagement, and significant effectiveness. Think outside the traditional budget constraints to truly amplify the value of your media campaigns.

For further insights or to contribute your own strategies, reach out to us here.